AND DON’T WRITE OFF THE DEAD TREES

Campaign UK - - PROMOTION -

Print has been do­ing DM per­son­al­i­sa­tion for a cen­tury or more. Tech­nol­ogy, data and dig­i­tal com­pe­ti­tion is cre­at­ing a stim­u­lus.

Esquire runs a reader watch sur­vey as part of an an­nual The

Big Watch Book edi­tion. From the sur­vey it knows the ex­tent of re­spon­dents’ watch col­lec­tion, where in the de­ci­sion-mak­ing process they were; when they

were go­ing to pur­chase their next watch; and what else is on their con­sid­er­a­tion list.

Hearst cre­ated a beau­ti­ful book that was per­son­alised to each reader with their name within the book and a “25/1000” style edi­tion num­ber. ROI of 10:1.

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